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Coca-Cola Turns Bangkok Street Food Into an Epic Night Out
Coca-Cola's Epic Night Out is an interactive music video created by Ogilvy Singapore and production company HAMLET, launched in March 2024 as a Thailand and Singapore execution of Coca-Cola's global Foodmarks platform, starring rapper F.HERO and celebrity chef Chef Pom in a cinematic journey through Bangkok's streets.
The campaign sits within Coca-Cola's Foodmarks brand platform, which translates the brand's broader 2021 "Real Magic" global positioning into a specific, occasion-led idea: the perfect meal, the perfect moment, and an ice-cold Coca-Cola. As reported by Branding in Asia, Foodmarks was designed to anchor the brand inside culturally resonant food experiences rather than position the drink as a standalone refreshment. Epic Night Out takes that strategic brief and amplifies it into something considerably more extravagant, drawing visual and tonal inspiration from the Bling Bling aesthetic of classic 1990s US rap videos and fusing it with unmistakably Thai iconography — tuktuks, mopeds, sizzling street food stalls, and the organised chaos of Bangkok at night.
F.HERO, one of Thailand's most recognised rap artists, anchors the film alongside Chef Pom, whose culinary celebrity gives the campaign credibility within Thai food culture. Together they lead their crew through a surreal, high-energy sequence that treats Bangkok's street food landscape as both backdrop and protagonist. The interactive dimension of the music video invites fans across Singapore and Thailand to click through hidden easter eggs embedded in the film, unlocking Coca-Cola merchandise, special discounts, and VIP access to Coca-Cola Foodmarks events. The campaign also introduces the Coke Flip Move, an original signature dance designed to extend audience participation beyond passive viewing and drive organic social engagement under the hashtag. The music video ran across Coca-Cola's digital and social channels, with primary activation concentrated in Thailand.
Coca-Cola's Foodmarks platform treats meal occasions as the brand's most powerful territory for consumer connection. The strategic logic behind Epic Night Out rests on a straightforward but potent insight: in Thailand and Singapore, food is not merely sustenance but a central pillar of social identity, communal ritual, and national pride. Bangkok's street food culture, in particular, carries global cultural cachet, and embedding Coca-Cola within that world — rather than alongside it — allows the brand to claim genuine cultural relevance rather than borrowed association.
The non-alcoholic beverages category across Asia-Pacific is substantial. According to Grand View Research, Asia-Pacific represented approximately a third of the global non-alcoholic beverage market in 2024, underscoring the region's commercial importance for a brand of Coca-Cola's scale. In this competitive landscape, PepsiCo remains the most direct rival for cola-category share across Southeast Asian markets, while regional players and energy drink brands such as Red Bull — whose own cultural roots lie in Thailand — compete aggressively for youth and occasion-based consumption moments. Against these competitors, Coca-Cola's decision to align with F.HERO, one of Thailand's most prominent rap figures, is a deliberate move to own the premium, culturally expressive end of the food-and-drink occasion rather than compete purely on product attributes.
The interactive music video format is strategically coherent with how younger consumers in Singapore and Thailand engage with branded content. As reported by MARKETECH APAC in March 2024, the execution was framed as an intersection of music, food, and pop culture — three categories that carry outsized cultural weight among digitally native audiences in Southeast Asia. By building rewards and exclusivity into the interactive layer, the campaign creates a participation loop that extends dwell time and generates first-party data signals, both of which are increasingly valuable in a post-cookie digital environment. The Coke Flip Move adds a further participatory dimension, inviting user-generated content that amplifies reach beyond paid media.
Epic Night Out was directed by Julien and Quentin through production company HAMLET. The directing duo brought a studied command of music video grammar to the project, constructing a visual language that consciously echoes the maximalist excess of 1990s US rap videos while grounding every frame in the specific textures of Bangkok — the steam rising from street food carts, the neon wash of urban nightlife, the kinetic energy of tuktuk convoys moving through crowded lanes. The result is a film that feels simultaneously referential and wholly local, a tone that is difficult to calibrate and that reflects considered directorial judgment.
The creative was developed at Ogilvy Singapore under Executive Creative Director Nikhil Panjwani, with Associate Creative Directors Hugo Suissas and Tiago Silva shaping the campaign's visual and conceptual identity. Agency Producer and Head of Moving Image Jacinta Loo oversaw production, with Category Business Director Juhi Bimbhet and Account Director Panita Thanajulintorn leading client and strategic integration. Junior Art Director Sadhna Saku contributed to the art direction, and Project Integrator Priscila Lim managed integration across the campaign's interactive and broadcast elements, as documented by Ogilvy's own published credits and confirmed across coverage by Adobo Magazine and Bandwagon Asia.
The interactive architecture of the music video represents a meaningful layer of production complexity beyond the film itself. Hidden easter eggs had to be embedded with sufficient visual subtlety to reward attentive viewers without interrupting the cinematic flow of the piece. The Coke Flip Move — a signature dance created specifically for the campaign — was choreographed to be simple enough for mass replication while remaining distinctive enough to function as a branded gesture. As reported by Campaign Brief Asia in March 2024, the campaign treated the music video not as a promotional vehicle but as a piece of pop culture in its own right, a creative ambition that is legible in both the production values and the casting choices that anchor the film.
Epic Night Out delivered measurable commercial and cultural results across Singapore and Thailand within one month of its March 2024 launch. According to sources including Branding in Asia, The Story Thailand, and the Coca-Cola Company's own published figures, the campaign generated over 20 million cross-platform video views and achieved a total reach of 30 million within that initial period. The campaign also generated more than 500 million paid digital impressions, a figure reported across Branding in Asia, The Story Thailand, and Minime Insights. Website traffic to Coca-Cola's campaign site increased by 263 percent in average daily visitors, a metric reported by Branding in Asia and The Story Thailand, indicating that the interactive easter egg mechanic successfully converted passive viewers into active participants. The music video generated more than 10,000 Spotify plays within its first month, demonstrating appetite for the F.HERO track as a standalone audio product beyond the video platform context.
On the awards circuit, the campaign received recognition at ADFEST 2025, where it was awarded a Regional Lotus, as documented by the ADFEST archive. The Clapboard Score for Epic Night Out is 73 out of 100, reflecting strong creative ambition and coherent strategic execution, with particular credit to the interactive mechanics and the cultural fluency of the casting and visual approach.
No independently audited third-party performance data beyond the figures cited above is publicly available for this campaign. The structural effectiveness of the work, however, is evident in the alignment between creative format and business objective: an interactive music video built around a culturally credible talent pairing, deployed on digital and social channels where the target audience in Thailand and Singapore is most active, with a participation mechanic that extends engagement well beyond a single viewing.
Epic Night Out is an interactive music video created by Ogilvy Singapore and HAMLET for Coca-Cola, launched in March 2024. It features Thai rapper F.HERO and celebrity chef Chef Pom on a surreal journey through Bangkok, embedded within Coca-Cola's global Foodmarks platform for audiences in Singapore and Thailand.
Julien and Quentin directed Epic Night Out through production company HAMLET. The directing duo shaped the film's visual language, combining the maximalist aesthetic of classic 1990s US rap videos with authentic Bangkok street food imagery and Thai cultural iconography central to the campaign's identity.
The Coke Flip Move is an original signature dance created specifically for the Epic Night Out campaign. Designed to be simple enough for mass participation, it functions as a branded gesture intended to drive user-generated content and social sharing among audiences in Thailand and Singapore under the campaign's hashtag.
According to Branding in Asia and The Story Thailand, Epic Night Out generated over 20 million video views, 30 million in total reach, and more than 500 million paid digital impressions within one month of launch. The campaign also drove a 263 percent increase in average daily visitors to Coca-Cola's campaign website.
Foodmarks is Coca-Cola's global brand platform that positions the drink within culturally meaningful meal occasions. Launched as an extension of the 2021 Real Magic positioning, as reported by Branding in Asia, it frames Coca-Cola as the essential companion to the perfect food moment rather than a standalone refreshment product.
Epic Night Out received a Regional Lotus at ADFEST 2025, as documented by the ADFEST archive. The campaign also holds a Clapboard Score of 73 out of 100, recognising its creative ambition, cultural coherence, and the structural effectiveness of its interactive music video format across Singapore and Thailand.
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